Apparatus and method for providing a marketing service

ABSTRACT

Apparatus and method for providing a marketing service are described. In one embodiment, a computer-readable storage medium includes: (1) a preferences module that is configured to collect a set of preferences of a user; (2) a monitoring module that is configured to monitor a web site based on the set of preferences so as to identify relevant content; and (3) a notification module that is configured to generate a message alerting the user of the relevant content.

CROSS-REFERENCE TO RELATED APPLICATION

This application is a continuation of U.S. Nonprovisional patentapplication Ser. No. 11/608,678, filed on Dec. 8, 2006, entitled“Apparatus and Method for Providing a Marketing Service” which claimsthe benefit of U.S. Provisional Patent Application Ser. No. 60/749,256,filed on Dec. 8, 2005, entitled “Apparatus, System, and Method forProviding On-Demand Consumer Marketing Service” the disclosures of whichare incorporated herein by reference in their entirety.

BRIEF DESCRIPTION OF THE INVENTION

The invention relates generally to marketing. More particularly, theinvention relates to an apparatus and method for providing a marketingservice.

BACKGROUND OF THE INVENTION

The Internet is a large collection of computers operated using aclient-server computer network model. In a client-server computernetwork, a client computer requests information from a server computer.In response, the server computer provides the requested information tothe client computer. In some instances, the server computer can beoperated as a web site, and can provide the requested information in theform of web pages. Server computers are often operated by largeorganizations, such as commercial organizations, governmental units, andeducational organizations, while client computers are often operated byindividuals.

With the increasing popularity of the Internet, merchants have set upweb sites for selling products, which can include tangible products inthe form of goods as well as intangible products in the form ofservices. By accessing these web sites, consumers can view informationregarding various products, and can place purchase orders for particularproducts of interest. In an effort to enhance sales and promote customersatisfaction and loyalty, merchants operating web sites have implementedmarketing campaigns to reach out to existing or potential customers.Unfortunately, the design and execution of traditional marketingcampaigns can be time-consuming, and can divert limited resources of themerchants from other productive tasks. Moreover, traditional marketingcampaigns can be unsuccessful in achieving their goals particularly whenmeasured relative to the amount of time and other resources devoted tothese marketing campaigns. While this lack of success results from anumber of factors, the lack of personalization or tailoring ofadvertising material is sometimes a key factor. In particular,traditional marketing campaigns often involve sending standardizedadvertising material to a group of consumers, such as via massElectronic-Mail (“E-Mail”). Unfortunately, different consumers can havewidely varying preferences in terms of topics of interest, and, thus,many consumers receiving this standardized advertising material may notbe interested in its contents.

It is against this background that a need arose to develop the apparatusand method described herein.

SUMMARY OF THE INVENTION

In one aspect, the invention relates to a computer-readable storagemedium. In one embodiment, the computer-readable storage mediumincludes: (1) a preferences module that is configured to collect a setof preferences of a user; (2) a monitoring module that is configured tomonitor a web site based on the set of preferences so as to identifyrelevant content; and (3) a notification module that is configured togenerate a message alerting the user of the relevant content.

In another embodiment, the computer-readable storage medium includesexecutable instructions to: (1) identify a set of product preferences ofa user; (2) collect product information related to a merchant; (3)analyze the product information so as to match the set of productpreferences with a set of products offered by the merchant; and (4)alert the user of the set of products.

Other aspects and embodiments of the invention are also contemplated.The foregoing summary and the following detailed description are notmeant to restrict the invention to any particular embodiment but aremerely meant to describe some embodiments of the invention.

BRIEF DESCRIPTION OF THE DRAWINGS

For a better understanding of the nature and objects of the invention,reference should be made to the following detailed description taken inconjunction with the accompanying drawings, in which:

FIG. 1 illustrates a computer system that is implemented in accordancewith an embodiment of the invention;

FIG. 2 illustrates an operational scenario according to an embodiment ofthe invention;

FIGS. 3 and 4 illustrate examples of user interface screens that can beprovided in accordance with an embodiment of the invention; and

FIG. 5 illustrates a computer system that is implemented in accordancewith another embodiment of the invention.

DETAILED DESCRIPTION

FIG. 1 illustrates a computer system 100 that is implemented inaccordance with an embodiment of the invention. In the illustratedembodiment, the computer system 100 is a client-server computer networkthat includes at least one client computer 102 and multiple servercomputers, including server computers 104 and 106. The client computer102 and the server computers 104 and 106 are connected by a set of oneor more communication channels 110, which can include any wire orwireless communication channel. In the illustrated embodiment, thecommunication channels 110 allow transmission of information via any ofa number of delivery options, such as Hypertext Transfer Protocol(“HTTP”), E-Mail, Instant Messaging (“IM”), Really Simple Syndication orRich Site Summary (“RSS”), and Short Message Service (“SMS”).

As illustrated in FIG. 1, the client computer 102 is operated a user whowishes to obtain information regarding products, events, sales, or anyother topics of interest. For example, the user may wish to obtaininformation regarding products having characteristics that match theuser's individual preferences, and, based on such information, the usermay wish to purchase particular products of interest. The clientcomputer 102 can be, for example, a desktop computer, a laptop computer;a palm-sized computer. a personal digital assistant. or a cellulartelephone. As illustrated in FIG. 1, the client computer 102 includesconventional client computer components, including a Central ProcessingUnit (“CPU”) 112 that is connected to a set of input/output devices 114,a network connection device 116, and a memory 118. The memory 118 storesa number of computer programs, including a browser 120. The browser 120operates to establish conventional network communications with theserver computers 104 and 106 via the network connection device 116. Inaddition, the browser 120 operates to visually present informationreceived from the server computers 104 and 106. The browser 120 can be,for example, a web browser or a reader. While a single client computer102 is illustrated in FIG. 1, it should be recognized that theoperations described herein can be extended to multiple client computersoperated by multiple users.

In the illustrated embodiment, the server computer 104 is operated by amerchant as a web site for selling products. As illustrated in FIG. 1,the server computer 104 includes conventional server computercomponents, including a CPU 122 that is connected to a networkconnection device 124 and a memory 126. The memory 126 stores a numberof computer programs, including a communication program 128. Thecommunication program 128 operates to establish conventional networkcommunications with the client computer 102 and the server computer 106via the network connection device 124. As illustrated in FIG. 1, thememory 126 also stores a data repository 130, which organizesinformation regarding products, events, sales, or any other topicsrelated to activities of the merchant. At least some of this informationis organized as web pages that form the web site.

As illustrated in FIG. 1, the server computer 106 is operated tofacilitate the design and execution of marketing campaigns to reach outto existing or potential customers of the merchant. Similar to theserver computer 104, the server computer 106 includes conventionalserver computer components, including a CPU 132 that is connected to anetwork connection device 134 and a memory 136. The memory 136 stores anumber of computer programs, including a communication program 138. Thecommunication program 138 operates to establish conventional networkcommunications with the client computer 102 and the server computer 104via the network connection device 134. In the illustrated embodiment,the memory 136 also stores a set of computer programs implementing theoperations described herein. In particular, the memory 136 stores apreferences module 140, a monitoring module 142, a notification module144, a consumer interface module 146, and a merchant interface module148. The various modules 140, 142, 144, 146, and 148 operate inconjunction with a data repository 150, which organizes informationrelated to the design and execution of marketing campaigns.

Advantageously, the various modules 140, 142, 144, 146, and 148 operateto provide an improved consumer marketing service that allowspersonalized or tailored advertising material to be sent to consumers.This personalization or tailoring of advertising material isaccomplished through a higher level of insight into consumers' needs orwants. In particular, the consumer marketing service obtains this higherlevel of insight by identifying individual preferences of consumers,such as by collecting those individual preferences while the consumersare visiting the merchant's web site. Next, the consumer marketingservice monitors information related to the merchant so as to identifyrelevant content that matches those individual preferences. Uponidentifying relevant content that matches individual preferences of aparticular consumer, the consumer marketing service alerts or notifiesthe consumer of the relevant content. In such manner, the consumermarketing service delivers highly relevant communication targeted atappropriate consumers, thereby resulting in enhanced sales as well asenhanced customer satisfaction and loyalty. Moreover, the consumermarketing service performs various operations on behalf of the merchantin an automated and integrated manner, thereby reducing the amount oftime and other resources that the merchant has to devote to a marketingcampaign.

As illustrated in FIG. 1, the preferences module 140 operates to collecta set of individual preferences of the user operating the clientcomputer 102. Individual preferences can include those regardingproducts, events, sales, or any other topics of interest to the user. Inaddition, the individual preferences can include those regarding adesired message format, a desired delivery option, a desired messagefrequency, or any other characteristics of messages to be sent to theuser. In such manner, the consumer marketing service can not onlydeliver relevant content but can also deliver such content via a desiredcommunication medium. Collection of individual preferences can beexplicitly captured, inferred, or both. The individual preferences canbe maintained in a preference profile that is stored in the datarepository 150.

For example, the preferences module 14) can collect individualpreferences of the user by providing a set or user interfaces to allotthe user to specify those individual preferences, In particular, as theuser is visiting the merchant's web site, the user be allowed to sign-upfor messages at different points. These points can be strategicallyplaced along the web site, and can correspond to preference capturepoints at which the user can sign-up for or request messages for varioustopics of interest. By way of example, if the user is interested inpurchasing a particular product that is currently out-of-stock, the usercan be prompted to sign-up for a “Back-in-Stock” notification. Table 1below provides other examples of sign-up options for topics in differentcategories.

TABLE 1 CATEGORY TOPIC Product-related New size/color/style availablefor a current product Product-related Usage tips Product-relatedPre-arrival notification Product-related New arrivals in a particularproduct category Product-related Featured products in a particularproduct category Product-related Top-selling products in a particularproduct category Product-related Back-in-stock notificationProduct-related Complementary products/cross-sell/similar productsProduct/sale/event-related Online sale in a particular product categoryProduct/sale/event-related Products in a user's wish-list that go onsale Product/sale/event-related Products in a user's gift-registry thatgo on sale Product/sale/event-related Products in a user's shopping cartthat go on sale Product/sale/event-related Store sale in a particularproduct category Sale/event-related Pre-sale days in a store near aparticular zip-code Sale/event-related General events in a particularneighborhood Sale/event-related Reminder to register for sweepstakes(e.g., daily, weekly, and so forth) Transaction-related Notificationwhen someone reviews a user's wish-list/gift- registry or buys a productspecified in the wish-list/gift-registry Transaction-relatedNotification when someone adds a product to a wish-list/gift- registryTransaction-related A user's loyalty points are about to hit a next tierTransaction-related Online purchase (e.g., notification when productsare ready for pickup at a local store) Time-based reminders Refillreminders Time-based reminders Reminder about a product in a particularnumber of days/weeks Time-based reminders Reminder about a shopping cartin a particular number of days/weeks Time-based reminders Reminderbefore a holiday (e.g. Mother's day) Time-based reminders Reminder on aparticular date (e.g. before someone's birthday) Search-relatedNotification when products related to a previous null search resultbecome available Search-related Saved search

To allow faster and easier integration with the merchant's web site, anappropriate Hypertext Markup Language (“HTML”) tag can be incorporatedin a source web page that forms the web site. When the user clicks anavigation link or a button related to the HTML tag, the user can benavigated to a “sign-up” page or a “my-alerts” page, which can beprovided by the preferences module 140 as a separate window. It is alsocontemplated that the “sign-up” page can be incorporated within thesource web page, such as via iframe. By using appropriate HTML referenceinformation, the preferences module 140 can identify the source web pageas well as any other relevant information on the source web page forpopulating the “sign-up” page. In addition, the preferences module 140can use a set of HTTP cookies to track the identity of the user forsubsequent processing.

Alternatively, or in conjunction, the preferences module 140 can collectindividual preferences of the user by monitoring browsing behavior ofthe user. In particular, as the user is visiting the merchant's website, the preferences module 140 can monitor browsing behavior of theuser so as to infer individual preferences in a seamless fashion andwithout requiring the user to explicitly specify those individualpreferences. By way of example, the individual preferences can beinferred based on one or more of the following: (a) the user visits aproduct detail page multiple times or a particular number of times at orabove a threshold; (b) the user visits a product category page multipletimes or a particular number of times at or above a threshold; (c) theuser adds a product to a shopping cart; and (d) the user completes anon-line purchase. Monitoring of browsing behavior can be performed usingan appropriate Web beacon, such as a 1 by 1 pixel element sometimesreferred to as a “dart,” which is incorporated in one or more source webpages that form the merchant's web site. In some instances, acollaborative filtering technique can be used to infer individualpreferences of the user based on browsing behavior or other activitiesof the user. To obviate any privacy concerns, monitoring of browsingbehavior can be performed upon obtaining prior consent from the user.

As discussed above, the preferences module 140 can also collectindividual preferences regarding characteristics of messages to be sentto the user. For example, the individual preferences can include one ormore of the following: (a) a desired message format, such as aparticular layout design (e.g., related to a long-form message, ashort-form message, a headline, or an individual product message), aparticular level of detail, or a particular length (e.g., a restrictionon the number of recommended products per message); (b) a desireddelivery option such as via E-Mail, IM, RSS, SMS, or a Web portal; and(c) a desired message frequency, such as a particular number of messagesper day, a particular number of messages per week, a particular numberof messages per month, any number of messages but restricted toparticular days of a week, or any number of messages with norestrictions. Individual preferences regarding messages can beexplicitly captured, such as via a “sign-up” page or a “my-alerts” pageas discussed above. Alternatively, or in conjunction, the individualpreferences can be inferred, such as by monitoring behavior of the userin response to previously sent messages. For example, the preferencesmodule 140 can monitor a rate at which the user opens previously sentmessages, such as by using an appropriate Web beacon that isincorporated in one or more of those messages. Next, the preferencesmodule 140 can compare this rate with respect to an average or typicalrate to infer whether characteristics of those messages are desirable.

Subsequent to collection of individual preferences of the user, thepreferences module 140 can provide a set of options to allow the user tomodify those individual preferences or to specify additional individualpreferences. In addition, the preferences module 140 can provide a setof options to allow the user to opt out of receiving further messages.These options can be provided at different points, such as in a“sign-up” page or a “my-alerts” page, in a confirmation or welcomemessage after sign-up, in any subsequent message regarding a recommendedproduct, or in a Web portal.

Still referring to FIG. 1, the monitoring module 142 operates to collectinformation regarding products, events, sales, or any other topicsrelated to activities of the merchant. Collection of information can beperformed based on a particular time schedule, such as on a periodic ornon-periodic basis, and can be performed by monitoring the merchant'sweb site. For example, the monitoring module 142 can crawl the web siteusing an appropriate Web crawler so as to collect information from theweb site. Alternatively, or in conjunction, the monitoring module 142can collect information via a data feed from the server computer 104 orfrom another data source.

Once information has been collected the monitoring module 142 operatesto analyze the information based on individual preferences of the userso as to identify relevant content that matches those individualpreferences. This relevant content can include a set of images, text, orother content derived from the merchant's web site or from a data feed.For example, if the user has expressed interest in purchasing aparticular product that was previously out-of-stock, the monitoringmodule 142 can analyze information related to the merchant so as toidentify relevant content regarding whether or when the product will beback-in-stock. If the product does not become available within aparticular time period, the monitoring module 142 can identify relevantcontent regarding an alternative or similar set of products. Thesealternative products can be selected by the merchant or can bedynamically selected by the monitoring module 142 based on a set ofconfigurable rules.

In some instances, the monitoring module 142 can analyze informationrelated to the merchant so as to identify a set of recommended productsfor the user. The recommended products can be tracked in a pool ofrecommendations that is stored in the data repository 150. To reducestorage requirements and to enhance processing efficiency, themonitoring module 142 can efficiently manage the pool ofrecommendations, such as by selecting additions to the pool ofrecommendations as well as controlling a size of the pool ofrecommendations. For example, the pool of recommendations can correspondto a reduced product catalog that is generated based on individualpreferences of the user. The monitoring module 142 can implement acollaborative filtering technique to generate an initial set of results,and the monitoring module 142 can then refine or re-prioritize thoseresults based on individual preferences of the user so as to manage thepool of recommendations. Also, the monitoring module 142 can update thepool of recommendations as individual preferences of the user aremodified or as additional individual preferences are collected. Inaddition, the monitoring module 142 can update the pool ofrecommendations as particular recommendations expire or become stale.Various recommendations can expire or become stale based on differenttiming criteria. For example, a recommendation regarding a product thatis on sale can expire after one particular time period, such as afterone week, while a recommendation regarding a new product can expireafter another time period, such as after one month.

As illustrated in FIG. 1, the notification module 144 operates to alertor notify the user of relevant content that has been identified by themonitoring module 142. For example, if the user has expressed interestin purchasing a particular product that was previously out-of-stock, thenotification module 144 can alert the user of relevant content regardingwhether or when the product will be back-in-stock. If the product doesnot become available within a particular time period, the notificationmodule 144 can alert the user of relevant content regarding analternative or similar set of products.

Alerting the user can be performed by generating a set of messages andtransmitting the messages to the user. For example, the notificationmodule 144 can dynamically generate a message by incorporating relevantcontent into a message template. This message template can be selectedby the merchant or can be dynamically selected by the notificationmodule 144 based on a set of configurable rules. In addition, thenotification module 144 can incorporate a navigation link into themessage, such that, when the user clicks on the navigation link, theuser can be navigated to the merchant's web site.

Generation and transmission of messages can be performed based onindividual preferences of the user regarding characteristics of thosemessages, such as a desired message format, a desired delivery option,and a desired message frequency. Alternatively, or in conjunction,generation and transmission of the messages can be performed based on aset of configurable rules, which can be used to specify default valuesregarding characteristics of those messages. The notification module 144can dynamically adjust characteristics of messages as individualpreferences of the user are modified, as additional individualpreferences are collected, or as default values are modified. Forexample, as discussed previously, the preferences module 140 can monitora rate at which the user opens previously sent messages, and can comparethis rate with respect to an average or typical rate. If the user opensthe previously sent messages at a lower rate than the average rate, thenotification module 144 can throttle back a frequency at whichsubsequent messages are sent to the user. This throttling back can beperformed in a series of incremental stages until a desired messagefrequency is obtained. Alternatively, or in conjunction, thenotification module 144 can dynamically change either of, or both, amessage format and a delivery option for subsequent messages that aresent to the user.

In some instances, the notification module 144 can determine that theuser is eligible to receive multiple messages, and the notificationmodule 144 can generate and transmit all of the messages or a selectedsubset of the messages. Selection of which particular subset of themessages to be sent can be performed based on individual preferences ofthe user. Alternatively, or in conjunction, selection of a particularsubset of the messages can be performed based on a set of configurablerules, which can be used to specify a set of priorities or rankings inaccordance with the merchant's promotional activities and goals, themerchant's profit margins, the merchant's inventory, and other factors.For example, the user may have expressed a preference to receive a “NewArrivals” notification for jeans as well as a preference to receive a“Back-In-Stock” notification for athletic shoes. If the desired jeansand the desired athletic shoes become available during the same week,the notification module 144 can determine whether to alert the userregarding the jeans, the athletic shoes, or both. If the user hasexpressed a preference to receive all relevant content, the notificationmodule 144 can send one message alerting the user regarding the jeansand another message alerting the user regarding the athletic shoes.However, if the user has expressed a preference to receive no more thanone message per week, the notification module 144 can send a singlemessage alerting the user regarding the athletic shoes.

In other instances, the notification module 144 can determine that thereare multiple recommendations in the user's pool of recommendations, andthe notification module 144 can alert the user regarding all of therecommendations or a selected subset of the recommendations. Selectionof which particular subset of the recommendations can be performed basedon individual preferences of the user. Alternatively, or in conjunction,selection of a particular subset of the recommendations can be performedbased on a set of configurable rules. The configurable rules can be usedto specify a set of priorities or rankings based on one or more of thefollowing: (a) a higher priority for products similarly priced as thosepreviously purchased; (b) a higher priority for products that are onsale if previous behavior of the user indicates price sensitivity; (c) ahigher priority for new products if previous behavior of the userindicates a preference for new arrivals; and (d) a higher priority forcross-selling products if indicated by previous behavior of the user.The notification module 144 can select the number of recommendations permessage based on individual preferences of the user, based on a set ofconfigurable rules, or both.

Alerting the user can also be performed substantially in real-time, suchas while the user is visiting the merchant's web site. For example, thenotification module 144 can present a set of recommendations in aseparate window or within a source web page that forms the web site.These recommendations can be presented to the user at strategicallyplaced points along the web site, such as: (a) after or during checkout;(b) after or while adding a product to a shopping cart; (c) when theuser visits a product detail page multiple times or a particular numberof times at or above a threshold; and (d) when the user visits a productcategory page multiple times or a particular number of times at or abovea threshold.

As illustrated in FIG. 1, the consumer interface module 146 operates toprovide a consumer Web portal, which presents relevant content that ispersonalized or tailored for the user. For example, by accessing theconsumer Web portal, the user can view a pool of recommendations,previous messages sent to the user, as well as individual preferences ofthe user. The consumer Web portal can also provide a set of controls forparticular features of the consumer marketing service. For example, theconsumer Web portal can provide a set of options to allow the user tomodify individual preferences or to specify additional individualpreferences. As another example, the consumer Web portal can provide aset of options to mark particular recommendations as undesirable oralready purchased. In response to marking of particular recommendations,the user's pool of recommendations can be adjusted so as to simplyinclude recommendations of interest to the user.

Still referring to FIG. 1, the merchant interface module 148 operates toprovide a merchant Web portal, which provides a set of controls forparticular features of the consumer marketing service. By way ofexample, the merchant Web portal can allow the merchant to specifypreference capture characteristics using a wizard-based interface. Inparticular, the merchant can specify a particular preference capturemethodology, such as one based on multi-category check-off or a singleclick “sign-up” option. Next, the merchant can specify characteristicsrelated to the specified preference capture methodology. For example, ifthe merchant has selected a single click “sign-up” option, the merchantcan be prompted to specify product characteristics and default values tobe used when the user clicks a “sign-up” button. In the case of aproduct such as wine, the merchant can specify product characteristicssuch as region, price, wine type, and rating. For each productcharacteristic, the merchant can be prompted to specify a set of valuesfor collecting the user's individual preferences. For a productcharacteristic with hierarchical values, the merchant Web portal canallow specification of a current value in a hierarchy as well as a setof additional values higher up in the hierarchy. For example, in thecase of wine type, the merchant can specify “red” and “CabernetSauvignon.” For a product characteristic with numerical values, themerchant Web portal can allow specification of a range of numericalvalues. For example, in the case of price, the merchant can specify arange of $20 to $30 or a range of −30% to +25% relative to somereference value.

As another example, the merchant Web portal can allow the merchant tospecify characteristics of messages using a“What-You-See-Is-What-You-Get” or “WYSIWYG” methodology, which can bebased on a set of message templates and a set of configurable rules. Inparticular, using a wizard-based interface, the merchant can perform oneor more of the following: (a) select a particular message template froma library of message templates; (b) specify a particular message format,such as a particular layout or design with particular logos, headers,footers, and colors; and (c) generate or modify a set of configurablerules related to placement or selection of relevant content to beincorporated into a message template.

In addition, the merchant Web portal can present a set of reportsregarding performance or other characteristics of a marketing campaign.For example, by accessing the merchant Web portal, the merchant can viewreports regarding key performance indicators, trends with respect toconsumer behavior or usage, and segmentation analysis.

The foregoing provides an overview of an embodiment of the invention.Attention next turns to FIG. 2, which illustrates an operationalscenario 200 according to an embodiment of the invention.

Referring to FIG. 2, as a consumer 202 is visiting a merchant's web site204, the consumer 202 is allowed to specify individual preferences atdifferent points along the web site 204. By way of example, the web site204 can be set up for selling apparel, and the consumer 202 may beinterested in purchasing a coat of a particular size or color. If thatsize or color is currently out-of-stock, the consumer 202 can beprompted to sign-up for a “Back-in-Stock” notification using a “sign-up”page 206. The “sign-up” page 206 is provided by a consumer marketingservice 208, but is integrated with the web site 204 so as to appearseamless from the standpoint of the consumer 202. FIG. 3 illustrates anexample of a user interface screen 300 to sign-up for a “Back-in-Stock”notification.

As another example, the web site 204 can be set up for selling wines,and the consumer 202 may be interested in new wines of a particulartype. In this case, the consumer 202 can be prompted to sign-up for a“New Arrivals” notification using the “sign-up” page 206. Again, the“sign-up” page 206 is provided by the consumer marketing service 208,but is integrated with the web site 204 so as to appear seamless fromthe standpoint of the consumer 202. FIG. 4 illustrates an example of auser interface screen 400 to sign-up for a “New Arrivals” notification.As illustrated in FIG. 4, the user interface screen 400 includes a setof options 402 to specify a wine type, a region, a range of ratings, anda range of prices. In addition, the user interface screen 400 includes aset of options 404 to specify a desired delivery option for a “NewArrivals” notification.

Referring back to FIG. 2, the consumer marketing service 208 nextmonitors the web site 204 based on the individual preferences specifiedby the consumer 202 so as to identify relevant content. Upon identifyingrelevant content that matches those individual preferences, the consumermarketing service 208 generates a personalized message 210 alerting theconsumer 202 of the relevant content.

By way of example, if the consumer 202 has signed-up for a“Back-in-Stock” notification for a coat of a particular size or color,the consumer marketing service 208 can monitor the web site 204 on aperiodic basis to determine whether or when that size or color becomesavailable. Once that size or color becomes available, the consumermarketing service 208 can generate the message 210 alerting the consumer202. When the consumer 202 clicks a navigation link incorporated intothe message 210, the consumer 202 is navigated to the web site 210 so asto complete an on-line purchase.

As another example, if the consumer 202 has signed-up for a “NewArrivals” notification for new wines of a particular type, the consumermarketing service 208 can monitor the web site 204 on a periodic basisto determine whether or when those new wines become available. Oncethose new wines become available, the consumer marketing service 208 cangenerate the message 210 alerting the consumer 202. Again, when theconsumer 202 clicks a navigation link incorporated into the message 210,the consumer 202 is navigated to the web site 210 so as to complete anon-line purchase.

FIG. 5 illustrates a computer system 500 that is implemented inaccordance with another embodiment of the invention. In the illustratedembodiment, the computer system 500 is a client-server computer networkthat includes at least one client computer 502 and multiple servercomputers, including server computers 504A, 504B, and 506. The clientcomputer 502 and the server computers 504A, 504B, and 506 are connectedby a set of communication channels 510, which can include any wire orwireless communication channel. Certain features of the computer system500 are implemented in a similar fashion as previously discussed inconnection with FIG. 1 and, thus, are not further described herein.

As illustrated in FIG. 5, the client computer 502 is operated by a userwho wishes to obtain information regarding products, events, sales, orany other topics of interest. The server computer 504A is operated by afirst merchant as a web site 512 for selling a first set of products,while the server computer 504B is operated by a second merchant as a website 514 for selling a second set of products. In the illustratedembodiment, the first merchant and the second merchant are members of agroup of cooperating merchants who wish to cooperate in reaching out toexisting or potential customers. For example, the first merchant and thesecond merchant can sell complementary, cross-selling, alternative, orsimilar products, and the first merchant and the second merchant maywish to cooperate in a joint marketing campaign with respect to thoseproducts.

As illustrated in FIG. 5, the server computer 506 is operated as aconsumer marketing service 516 to facilitate the design and execution ofthe joint marketing campaign. Advantageously, the consumer marketingservice 516 facilitates generation of marketing opportunities for thefirst merchant and the second merchant through a higher level of insightinto consumers' needs or wants. In particular, the consumer marketingservice 516 obtains this higher level of insight by identifyingindividual preferences of consumers, such as by collecting thoseindividual preferences while the consumers are visiting either of, orboth, the web site 512 and the web site 514. Moreover, the consumermarketing service 516 performs various operations on behalf of the firstmerchant and the second merchant in an automated and integrated manner,thereby reducing the amount of time and other resources that the firstmerchant and the second merchant have to devote to the joint marketingcampaign.

For example, while visiting the web site 512, the user operating theclient computer 502 may express interest in purchasing a particularproduct from the first merchant. If that product is currentlyout-of-stock, the user can be prompted to sign-up for a “Back-in-Stock”notification. If that product does not become available within aparticular time period, the consumer marketing service 516 can monitorthe web site 514, and can alert the user regarding an alternative orsimilar set of products from the second merchant. These alternativeproducts can be selected by the first merchant and the second merchantor can be dynamically selected by the consumer marketing service 516based on a set of configurable rules. As another example, if the userhas expressed interest in purchasing a particular product from the firstmerchant, the consumer marketing service can perform segmentationanalysis to determine that the user may also be interested in purchasinga complementary or cross-selling set of products from the secondmerchant. These complementary products can be selected by the firstmerchant and the second merchant or can be dynamically selected by theconsumer marketing service 516 based on a set of configurable rules. Itis contemplated that the consumer marketing service 516 can use apermission-based marketing methodology when generating such marketingopportunities for the first merchant and the second merchant.

As another example, the consumer marketing service 516 can analyzeinformation related to the first merchant and the second merchant so asto identify a set of recommended products. The consumer marketingservice 516 can track the recommended products in a pool ofrecommendations, which can be presented to the user via a consumer Webportal. In addition, the consumer marketing service 516 can alert theuser about one or more of the recommended products substantially inreal-time. For example, while the user is visiting the web site 512operated by the first merchant, the consumer marketing service 516 canalert the user about a set of recommended products from the secondmerchant.

Advantageously, the consumer marketing service 516 can also generatemarketing opportunities for a group of merchants without requiringcooperation between members of the group of merchants. In particular,the consumer marketing service 516 can obtain a higher level of insightinto consumers' needs or wants, and can apply this higher level ofinsight to generate marketing opportunities for the first merchant andthe second merchant, without requiring their cooperation in a jointmarketing campaign.

It should be recognized that the embodiments of the invention describedabove are provided by way of example, and various other embodiments arecontemplated. For example, it is contemplated that a consumer marketingservice can implement a number of variations for a user interface thatcollects individual preferences. The variations can include differencesin format, differences in content, or both. The consumer marketingservice can present the variations to a number of consumers, and cantrack the effectiveness of each of the variation. The effectiveness canbe tracked using one or more of the following metrics: (a) a sign-upvisit rate, such as a percentage of a total number of web site visitorswho visit a “sign-up” page; (b) a sign-up rate, such as a percentage ofa total number of visitors of a “sign-up” page who actually sign-up; and(c) a sign-up update rate. such as a percentage of a total number ofsigned-up implement a feedback loop so as to identify and select avariation that is most effective across various consumers. It is alsocontemplated that the consumer marketing service can identify and selecta variation that is most effective for each consumer. In particular, theconsumer marketing service can maintain a preference profile for eachconsumer, and can reference the preference profile so as to generate auser interface that is personalized or tailored for each consumer andthat is consistent across multiple visits.

As another example, it is contemplated that a consumer marketing servicecan implement a number of variations for messages that are sent toconsumers. The variations can include, for example, differences inmessage format. The consumer marketing service can present thevariations to a number of consumers, and can track the effectiveness ofeach of the variations. In such manner, the consumer marketing servicecan implement a feedback loop so as to identify and select a variationthat is most effective across various consumers. It is also contemplatedthat the consumer marketing service can identify and select a variationthat is most effective for each consumer. In particular, the consumermarketing service can maintain a preference profile for each consumer,and can reference the preference profile so as to use a message formatthat is personalized or tailored for each consumer and that isconsistent across multiple messages sent to that consumer.

As a further example, while some embodiments have been described withreference to a consumer marketing service, it should be recognized thatthe features discussed herein can also be applied to other types ofmarketing services. In particular, these other types of marketingservices can deliver highly relevant communication targeted at differentpoints along a supply chain, such as affiliates, dealers, and suppliers.

An embodiment of the invention relates to a computer storage productwith a computer-readable medium having executable instructions orcomputer code thereon for performing various computer-implementedoperations. The term “computer-readable medium” is used herein toinclude any medium that is capable of storing or encoding a sequence ofexecutable instructions or computer code for performing the operationsdescribed herein. The media and computer code can be those speciallydesigned and constructed for the purposes of the invention, or can be ofthe kind well known and available to those having ordinary skill in thecomputer software arts. Examples of computer-readable media includecomputer-readable storage media such as: magnetic media such as harddisks, floppy disks, and magnetic tape; optical media such as CompactDisc-Read Only Memories (“CD-ROMs”) and holographic devices;magneto-optical media such as floptical disks; and hardware devices thatare specially configured to store and execute program code, such asApplication-Specific Integrated Circuits (“ASICs”), Programmable LogicDevices (“PLDs”), Read Only Memory (“ROM”) devices, and Random AccessMemory (“RAM”) devices. Examples of computer code include machine code,such as produced by a compiler, and files containing higher level codethat are executed by a computer using an interpreter. For example, anembodiment of the invention may be implemented using Java, C++, or otherprogramming language and development tools. Additional examples ofcomputer code include encrypted code and compressed code. Anotherembodiment of the invention can be implemented in hardwired circuitry inplace of, or in combination with, computer code.

Another embodiment of the invention can be downloaded as a computerprogram product, which can be transferred from a remote computer (e.g.,a server computer) to a requesting computer (e.g., a client computer ora different server computer) by way of data signals embodied in acarrier wave or other propagation medium via a communication channel.Accordingly, as used herein, a carrier wave can be regarded as acomputer-readable medium.

While the invention has been described with reference to the specificembodiments thereof, it should be understood by those skilled in the artthat various changes may be made and equivalents may be substitutedwithout departing from the true spirit and scope of the invention asdefined by the appended claims. In addition, many modifications may bemade to adapt a particular situation, material, composition of matter,method, operation or operations, to the objective, spirit, and scope ofthe invention. All such modifications are intended to be within thescope of the claims appended hereto. In particular, while the methodsdisclosed herein have been described with reference to particularoperations performed in a particular order, it will be understood thatthese operations may be combined, sub-divided, or reordered to form anequivalent method without departing from the teaching of the invention.Accordingly, unless specifically indicated herein, the order andgrouping of the operations is not a limitation of the invention.

What is claimed is:
 1. A computer implemented method comprising:generating, by a computer system, advertising material personalized fora user based on preferences of the user; monitoring, by the computersystem, a rate of access by the user in particular to the advertisingmaterial; determining, by the computer system, a desired frequency atwhich the advertising material is to be provided for the user inparticular based on the rate of access by the user in particular; andproviding, by the computer system, the advertising material for the userat the desired frequency.
 2. The method of claim 1 wherein the providingthe advertising material includes using Hypertext Transfer Protocol(HTTP).
 3. The method of claim 1 wherein the providing the advertisingmaterial includes using E-Mail.
 4. The method of claim 1 wherein theproviding the advertising material includes using instant messaging(IM).
 5. The method of claim 1 wherein the providing the advertisingmaterial includes using Really Simple Syndication (RSS).
 6. The methodof claim 1 wherein the providing the advertising material includes usingShort Message Service (SMS).
 7. The method of claim 1 further comprisingdetermining the preferences of the user based on browsing behavior ofthe user at a web site of a merchant.
 8. The method of claim 7 whereinthe determining the preferences includes inferring the preferences ofthe user based on at least one of a number of visits by the user to aproduct detail page, a number of visits by the user to a productcategory page, addition by the user of a product to a cart, andcompletion by the user of an on-line purchase.
 9. The method of claim 1further comprising monitoring browsing behavior of the user at a website of a merchant upon receipt of consent from the user.
 10. The methodof claim 1 wherein the generating advertising material includesinferring desirable characteristics of the advertising material based oncomparison of the rate of access by the user with a typical rate. 11.The method of claim 1 further comprising collecting product informationrelated to a merchant.
 12. The method of claim 11 wherein the collectingproduct information includes at least one of web crawling a web site ofthe merchant and using a data feed.
 13. The method of claim 1 furthercomprising matching the preferences of the user with the productinformation to identify recommended products for the user.
 14. Themethod of claim 11 wherein the advertising material is based on therecommended products.
 15. The method of claim 11 further comprisingmatching the preferences of the user with the product information toidentify relevant content for the user.
 16. The method of claim 15wherein the advertising material is based on the relevant content. 17.The method of claim 16 wherein the relevant content relates to at leastone of an available product and an alternative product.
 18. The methodof claim 1 wherein the advertising material includes a navigation link.19. A non-transitory computer storage medium storing computer executableinstructions that, when executed, cause a computer system to perform acomputer implemented method comprising: generating advertising materialpersonalized for a user based on preferences of the user; monitoring arate of access by the user in particular to the advertising material;determining a desired frequency at which the advertising material is tobe provided for the user in particular based on the rate of access bythe user in particular; and providing the advertising material for theuser at the desired frequency.
 20. A computer system comprising: atleast one processor; and a memory storing instructions configured toinstruct the at least one processor to perform: generating, by the atleast one processor, advertising material personalized for a user basedon preferences of the user; monitoring, by the at least one processor, arate of access by the user in particular to the advertising material;determining, by the at least one processor, a desired frequency at whichthe advertising material is to be provided for the user in particularbased on the rate of access by the user in particular; and providing, bythe at least one processor, the advertising material for the user at thedesired frequency.